Larah Luna

Commercial Strategy, Pricing & Deal Governance Leader with 15+ years of experience driving profitable growth across global B2B and B2C organizations. Proven track record leading pricing governance, commercial policy, complex deal approvals, and margin optimization across Latin America and global markets. Extensive experience partnering with Sales, Finance, Legal, Marketing and Executive Leadership to structure high-value commercial agreements, protect profitability, and accelerate revenue growth.

Recognized for building scalable commercial frameworks, improving deal velocity, and enabling commercial teams through data-driven decision making.

Revenue Growth Management (RGM) Manager – CCV at DIAGEO (2025-08 – Present)

• Lead Revenue Growth Management (RGM) initiatives across 22 CCV markets (Caribbean, Central America & Venezuela), integrating pricing, VMPC, trade investment, and mix levers into end-to-end commercial planning to accelerate NSV and GP growth.
• Monitor competitive pricing dynamics using third-party agency data, analyzing market trends and price indices across diverse currency, inflation, and tax environments to strategically position Diageo's portfolio and protect commercial margins.
• Assess the full distributor value chain to ensure price adjustments are commercially sustainable at every channel layer, partnering cross-functionally with Commercial, Finance, and Marketing to translate insights into actionable pricing decisions.
• Designed and delivered training programs for distributors on RGM levers and optimal use of trade terms, building external commercial capability and ensuring consistent execution of pricing and investment strategies across the channel.

Global Pricing Sr. Manager – BU Ultrasound at PHILIPS (2022-05 – 2025-08)

• Led global pricing governance supporting commercial organizations across 90+ countries, ensuring pricing consistency, approval governance and profitable execution of strategic commercial opportunities.
• Monitored market dynamics and competitive intelligence continuously, translating price trend analysis and market fundamentals into actionable category-level recommendations for senior leadership.
• Implemented discount guardrails and pricing controls to reduce margin leakage and ensure compliance with internal governance frameworks and regulatory requirements.
• Developed new tools to enhance the efficiency and effectiveness of pricing and reporting processes; supported executive-level reporting on market price positions and commercial exposure.
• Conducted regular training sessions for commercial stakeholders, building internal capability on pricing risk frameworks, market dynamics, and financial decision-making.

LATAM Commercial Policy & Pricing Manager at PHILIPS (2018-11 – 2022-05)

• Led commercial governance for complex capital equipment opportunities across LATAM, partnering with Sales, Finance, Legal and Business Leaders to review pricing, commercial terms, profitability and policy compliance for strategic hospital tenders and large-scale customer negotiations.
• Structured pricing strategies and commercial scenarios for public and private hospital tenders, ensuring competitive positioning while protecting long-term profitability.
• Standardized pricing policy execution across diverse regulatory environments, including RightFit and service offerings, ensuring alignment with internal standards and compliance requirements.
• Led value-based pricing workshops to build internal capability across commercial teams on pricing frameworks, financial analysis, and market-driven strategy.

Commercial Performance & Pricing Manager at BELCORP (2014-03 – 2016-07)

• Managed commercial strategy and pricing for multiple beauty and personal care brands across Latin America, ensuring alignment between brand positioning, segmentation, and market conditions.
• Created pricing dashboards and BI tools to track performance, monitor price fluctuations, and identify regional growth opportunities; led multi-brand marketing projects across LATAM.

Financial Analyst at SOUTHERN BRIDGE CAPITAL (2011-11 – 2014-02)

Private Equity

• Conducted financial feasibility studies, pricing strategies, and due diligence for investment projects across LATAM; built cash flow forecasts, IRR, and ROI models to guide investment decisions.
• Conducted commercial due diligence, financial modelling and investment analysis for acquisition and expansion projects across Latin America.
• Reported directly to investors and collaborated with legal and operational teams on project structures; developed scenario analysis and sensitivity models to quantify financial risk and price exposure.

Financial Consultant at BANESCO BANCO UNIVERSAL (2008-07 – 2010-08)

• Designed feasibility studies and profitability models for new products and services; performed impact analysis on new product launches and promotional activities to support business unit decision-making.

MBA in Business Administration – Universidad de Chile (2014)

B.Sc. in Economics – Universidad Metropolitana (Unimet) (2009)

Certification in Financial Engineering – Universidad Metropolitana (Unimet) (2009)

Program in Design & Project Management – Florence Design Academy (2017)